Today, every click and scroll holds the potential for a connection with one’s customers, meaning the mix of marketing tactics companies can employ is almost endless. Channels have proliferated and technology has equipped us with more insight into customer behavior than ever before. In this piece, I want to tell you how to make the most of one of those channels, which is often misunderstood: community.
Create the Best Environment for Active Participation, Recognition, and Ownership Transitioning from transactional to relational interactions invites your community members to be more than consumers; they become co-creators of the brand experience. As your community grows, creating sub-communities based on specific interests or regions can maintain intimacy and relevance at scale.